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www.thejewelrybook.com
According to MVI Marketing Ltd.'s recent
online research, the female self-purchase fi ne
jewelry market is strong: 91.5% said that they
want to purchase more, and over 65% said that
wearing fi ne jewelry makes them feel special.
This does not mean that she buys jewelry only
for a birthday or special occasion but she
might stop in to buy because she wants to
reward herself for completing a tough
project, or for losing a few pounds or "just
because"! Another study on jewelry purchases
by the market research fi rm Mintel, showed
that more than half of the 2,000 women
who took part bought jewelry simply to treat
themselves.
These growing numbers of women are decid-
ing that they are not going to wait to receive
jewelry from partners and husbands and are
increasingly buying their own jewelry. And
they want jewelry that suits their business
attire, or a new outfi t. In addition, they are
buying themselves jewelry as tangible evidence
of their career success. The Silver Promotion
Services 2016 Retail survey showed that 53%
of retailers believe that female self-purchase is
the best-selling opportunity for silver jewelry.
Designers love working in silver because it
allows them to create a broad range of designs
at price points that fi t every woman's budget
Why not offer this growing consumer segment
a "wish list system" where she can list her pref-
erences and then contact her when new styles
arrive? Visit savorsilver.com to fi nd a variety
of silver jewelry designers and brands to build
your "Treat Yourself Collection" and keep her
coming back time and again.
This article is provided by the Silver Promotion
Service (SPS) and was written by Gloria Maccaroni,
Director of Brand Development. SPS provides
programs and press opportunities to enhance the
awareness of silver jewelry and promote the collections
of Savor Silver brand members. Visit savorsilver.com
for more information on Savor Silver brands.
Sources: Ad Age White Paper "The New Female
Consumer", US Bureau of Labor Statistics & BMO
Wealth Institute.
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Kelim
Phillip Gavriel
Frederic Duclos
